Kissan: Kissanpur - When tomato ketchup grew tomato farmers
Anagha Ingle and Baljeet SinghMindshare India
Campaign details
Brand owner: Hindustan Unilever LimitedAgency: Mindshare IndiaBrand: Kissan KetchupCountry: IndiaIndustry: Sauces, seasonings, condimentsMedia budget (USD): Up to $500kChannels used: Email marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Public relations, Radio, Social media, Word of mouth and viral
Executive summary
Commoditization within the Indian tomato ketchup category was causing Hindustan Unilever's brand, Kissan, to lose relevance among consumers.
This...